期刊文献+

消费者风险认知视角的企业营销风险BP网络预警模型

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摘要 随着近几年来产品安全事件的发生,风险预警是企业面临的重要课题。目前学者们对风险预警的研究还没有从消费者风险认知的角度展开,而消费者作为风险的直接感受者,研究其更有意义。本文在消费者风险认知因素的基础上设计了消费者风险认知预警指标体系,并运用BP神经网络理论进行营销风险实际预警和分析,得到了可行的结论。
作者 刘燕 纪成君
出处 《商场现代化》 2011年第6期29-31,共3页
基金 辽宁省教育基金项目"食品产品危机中消费者风险认知构面实证分析"(2009A328)
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参考文献8

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二级参考文献33

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